Windsong Continues to Deliver Care During COVID-19
Windsong WNY provides a wide range of screening, imaging and cancer care services in Western New York. However, the COVID-19 pandemic brought a new set of challenges for providers and patients alike. JFG helped Windsong navigate the crisis, keeping patients informed on how to continue to receive the care and screenings they need while keeping them safe across a range of digital and traditional media.
Ongoing optimization efforts continued to drive traffic to the website.
Pay Per Click
Paid campaigns drove both visitors and calls to Windsong.
Paid Social Media
Social media ads had over 602,000 impressions through September 2020.
Keeping Visible Online
One in 20 searches online is for a health care issue, making search engine visibility a critical priority for Windsong. While 2020 presented new challenges for Windsong with decreased searchers during the peaks of business closures, JFG’s SEO efforts helped drive incredible year over year improvements for the group’s website performance.
Increase in website sessions year over year
Doubled Keyword Performance
Doubling top-ranking keywords (positions 1-3)
Increase in views on Google My Business
Growth in calls made from local searchers
Growth in Paid Performance
In addition to organic search engine optimization, JFG placed paid search advertising to further increase visibility and drive traffic to the site. As with other efforts, the climate of COVID-19 led to a reduced interest during the spring months, but normalized and exceeded previous expectations throughout the year.
Click through rate (CTR) increase in September 2020
Increased the CTR from spring to fall 2020
Received from the PPC campaigns
Increase traffic to the Windsong website
Taking It to TV
In addition to the digital tactics, JFG also worked with Windsong to record new television spots. The first commercial was recorded right after COVID-19 shutdowns and was designed to let patients know Windsong was still open by appointment for critical screenings and procedures. The second was geared more toward providing information to patients on reopening, including steps taken by Windsong such as requiring masks and temperatures checks to keep patients safe.
Keeping Connected with Social Media
Windsong and JFG also developed a series of Facebook advertisements that promoted Windsong’s availability as the pandemic situation evolved. This included video spots optimized for placement on social media and boosted posts, which received more than 600,000 impressions through October 2020.
Increase occurred through October 2020
Outperform Industry Average
More than 150 percent higher clickthrough rate than industry average
Engaged with over 169,000 Facebook users
More visits to the Windsong website
Comprehensive Strategy – Yeah, We Do That
Getting the right messaging out at the right time – and on the right platform – has been a major challenge for marketing in normal times, let alone the unprecedented COVID-19 pandemic. At JFG, we take a holistic view, working with our clients to assess their needs, review the various options available and consider the marketing budget to create a comprehensive strategy for branding, awareness and critical messaging. Let us show you what we can do. Schedule a call with our team today.
Bringing with him more than a decade of experience in traditional and online news media, digital marketing and content production experience, Ryan Yaeger is the copywriter and digital content strategist at J. Fitzgerald Group. When not busy wordsmithing at his proverbial word anvil or working on client SEO, you can find him testing new board games or cheering for the Bills or Sabres.